1. SEGMENTATION AND TARGETING

2. What is a Market Segment?
A market segment consists of a group of customers who share a similar set of needs ad wants.

3. Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral

4. Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class

5. Behavioral Segmentation
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude

6. The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Aware
Ever tried
Recent trial
Occasional user
Regular user
Most often used

7. Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers

8. Figure 8.3 Behavioral Segmentation Breakdown

9. Segmenting for Business Markets
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
Characteristics

10. Steps in Segmentation Process
Needs-based segmentation
Segment identification
Marketing-Mix
Strategy
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test

11. Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable

12. Figure 8.4 Patterns of Target Market Selection

13. Figure 8.4 Patterns of Target Market Selection

14. Figure 8.4 Patterns of Target Market Selection